How can we further simplify a complex claim workflow and communication process while catering to a variety of user types?
With an increased demand from the market and a rise in global offerings, Symbility Property saw an opportunity to enhance the user experience of their Claims Connect enterprise software in order to continue innovating in the Insurance space. Our goal was to push the product further and build a digital experience that was clear and simple, yet met the needs of as many as 16 user types easily.
Insurance can get messy. Several parties are involved to get a property insurance claim from First Notice of Loss (the reporting of a claim) to resolution, and information must trade hands between them all several times before that resolution is met. So we went back to the basics and talked to the people involved in the process. We reached out to stakeholders and all types of end users to validate what functionality was needed and for who.
What We Learned
Resist the urge to be reactive
With so many people involved, it can be tempting to want to slap on features to satisfy all users and use cases. However, we quickly learned that this can escalate and result in a feature-heavy experience that leaves users lost in a sea of information and potential actions. We realized that our success would lie in balancing the benefits of a robust feature-set with the downside of an overwhelming experience.
Question every choice
In order to prevent reactionary design, we asked ourselves one important question every time we built a new screen or flow: why? We put ourselves in the shoes of the user and asked, why we were on a particular screen? Where were we before this? Where was it we were trying to go and why? This exercise led us to further discussion surrounding the priority of information and action items displayed.
Claims processing may be collaborative, but the software usage is not
While Claims Connect is a robust claim management tool that facilitates collaboration during claims processing, the usage of the tool is actually more definitive and individual than collaborative. Users go into the software with a specific task and workflow in mind, meaning that they are looking for a simple experience and depend highly on information prioritization for their specific task. Leaning on this insight, we created user flows based on each user type.
What We Do
Define a foundation and build off of it
We knew we didn’t want to have to build a new feature for each use case, and we knew we wanted to build something that could adapt to change. So we used a modular design approach wherein we started with building blocks that could be assembled and configured in a variety of ways. This allowed us to build a product that is consistent, maintainable, reusable, and scalable for future iterations.
Once we defined the basic building blocks we re-established the screen structure and moved elements into intuitive groupings to allow for quicker access to important information and actions.
A customizable experience
The majority of Claims Connect users are power users, so we gave them the freedom to customize their experience while leveraging design principles of colour and typography to simplify the experience for new users.
What happened next?
We redesigned Claims Connect to accommodate all user types and their various end-goals. After a successful launch of the software to a beta group, we continued to gain insights on how the product was being used and continued to refine workflows and make improvements leading up to the successful full launch and roll-out to all users.Read more about the new Claims Connect
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